Posted April 22, 2013 10:21 am by with 2 comments

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Social sign-ins are the perfect way for sign in providers to take advantage of the typical lazy Internet user. Rather than having to remember pesky logins and passwords for many sites, users can sign in using any number of social login options. The major players are the usual suspects of Facebook, Google+, Twitter, Yahoo! and more.

As a quick refresher, here is a definition of a social sign in from eMarketer and the warning label that is implied with all of them.

Social login allows users to sign in to sites using their social network ID and avoid creating yet another username and password. Marketers can then gather customer insights on the user from their social profile, as well as potentially post the user’s site activity to a network. Of course, marketers must be extremely careful about how they frame and implement social login, as privacy concerns are a leading reason users shy away from the service.

The real concern for those who are aware of just what information they are offering their favorite social network via this activity is privacy. Since the majority of Internet users are either A) unaware of the privacy issues related to social logins or B) couldn’t care less about the privacy issues associated. The likelihood being that most fall in the latter category.

But let’s get to the numbers! Who’s winning this race?

Social Sign In ID Preferences

Not surprisingly Facebook is the leader in this area but what is surprising is the inroads Google+ is making. As far as consumer brand sites go once again Facebook is king but is the throne is showing a crack or two?

Consumer Site Social Login

Please do not misconstrue anything written here as a death knell for Facebook. We’ll know if and or when that happens. What is obvious in areas beyond even the social login ‘slippage’ is that people are simply not talking about Facebook in the same glowing terms they used to. The people being referred to here are not industry pundits (although that is taking place as well) but rather the people who use Facebook. People of all ages are wondering about the utility and the necessity of the always plugged in and aware existence.

What’s your take here? Obviously as boomers age out and die they will be replaced by a much more tech fluent society as a whole. Does that tech savviness, however, translate into a world that is always on by default? Will there be segments of society that are measured by their tech awareness and savviness rather than the classic gender and age? That’s extreme, of course, but there will likely be a measurement mechanism to address this trait since it is rather important in meeting a person where they are. As marketers that’s the ongoing mission after all.

So do you see Facebook always staying at the top of the social heap? Whether it does or doesn’t will you be able to respond to either scenario?

  • Sam Woods

    I think that although Facebook has been through some troubling times recently (mainly due to it’s own mistakes), its going to stay for the moment on top.

    What I think is that Facebook is trying to change to get more $ out of its users, sacrificing user experience, so although they will still be ‘top gun’ I think as time moves on more and more people will try and seek alternatives.

    There will at some stage be a tipping point – but only if there is a suitable replacement that hits all the buttons. I don’t think any of it’s rivals are at this stage at the moment, but who knows.

    Good post – got me thinking!


  • I resisted using social signins over concerns of what would be posted to my page but finally gave in because it’s so easy. Google+ would be just as simple, if not more since I’m almost always logged in to my Google account so I can see why it would be an easy choice for people.